After decades of earnestly rallying behind the challenge of improving employee’s customer service know-how as well as performance ability, brands and businesses continue to seek meaningful solutions.
“Whilst inspirational concepts have been followed from the days of Tom Peters’ highly acclaimed book, In Search of Excellence, to Steven Covey’s self-help business book, 7 Habits of Highly Effective People, as well as many other advice guides, the search for additional methods still continues,” says Val Nichas, owner and principal consultant at VBN Consultants. “How do we inspire team members to sincerely care about customers whilst simultaneously yielding a meaningful and enjoyable service to them? We need to ensure that our customer’s journeys are positive, memorable as well as frequent.
‘’Nowadays, we trade in a highly competitive environment which becomes increasingly spirited on an ongoing basis. Consumers live in a world of economic pressures and social challenges and continually search for their own personal purpose in life. So shopping in a space that enhances their lives should be of paramount importance to you…that is, if you want them to come back.
“If we look at the retail environment in SA, consumers have more options to choose from than ever before, including new international brands and online shopping options. And if the service experience is lousy, the brand runs the risk of dealing with social media where one complaint is amplified by the speed and reach of this media monster. This negative exposure, which goes viral in seconds, can be detrimental to any brand.
“Consumers are constantly engaging in many service experiences throughout their daily lives….from the petrol garage attendant, to the supermarket cashier, receptionist, taxi driver, food vendor, call-centre operator, flight attendant, fitness advisor and many more. So what differentiates the team that cares, from the other that delivers a mediocre or poor experience? How do you get your teams to care – to behave with care, to talk with care, to take action with care?
“Some retailers in SA are leading the way with small touch points that enhance the customer experience. For example, Woolworths has team members that will walk you to where a required product is located in store, compared to other retail outlets where an unnamed supermarket packer will simply point out the number of the isle, which is often incorrect. Woolies also impresses with a commitment to shoppers that says if you are standing in the queue for longer than 5 minutes, call a manager to assist.
“In addition, some retailers are going the extra mile to deliver an improved customer experience by offering exclusive gift wrapping and quality gift bags. And there’s also take-a-lot.com who has provided ease and speed for online shopping.
“But then there are still many brands that simply don’t get it or don’t really care, and fail to take the time to view the customer journey from the customer’s point of view. Far too often, processes that suit the business are applied, as opposed to what is good for the customer. For example, in footwear departments there is often no place to sit and try on a pair of shoes. Many clothing stores have a limited number of mirrors, and changing rooms seldom have a seat or bench to rest a bag. And then when it comes to services by team members in food outlets, they cannot be expected to sell anything with convictions if they’ve never eaten or even tasted the product before! How can I sell sweet chili sauce and camembert cheese if I’ve never eaten it?” says Nichas.
George Bourdos who focuses on Consumer Insights and Customer Journey Mapping for VBN Clients, says that South Africa’s retailers need to make a significant investment if they are to ever deliver a superior service. “After a recent visit to the Nike Store in SOHO New York, I can confidently say that Nike does it again! Following their reputation of the brilliant icon Nike Town store, they have now opened an even better experience in Soho. Other than impressive store design elements that include an in-store basket-ball court, soccer turf and treadmills to ‘test drive’ their specific shoes, what impressed me the most was the human component in this new store.
“South African companies must start investing in recruiting quality sales people as well as providing the appropriate product knowledge training, if they are to compete with the best in the world. Team incentives need to be planned and created and the overall contact and communication sphere reviewed. Customer care goes beyond a friendly greeting, and retailers nowadays have to ensure that staff have a genuine interest and passion for what they are selling. Team members have to know more information about the product than the Customer who can access information online.
“Whilst new technology, as well as the rapid development and use of digital interventions, are largely responsible for business processes and systems becoming outdated, brands need to re-imagine their customer experience journeys to succeed in satisfying the future wants and needs of customers,” says Bourdos.
When Val Bourdos Nichas founded VBN Consultants in 2012 it was on the back of three decades of visionary & strategic leadership, as well as a thorough understanding of business planning and development. Val’s business acumen is built on an impressive career track record – Marketing Director for Edgars and Debonairs Pizza; Senior Vice President (Company Strategy, Sales, Marketing & Innovation) Rich Products Corporation of S.A.; MD of Tequila/TBWA and Managing Executive of Wimpy, Steers and QSR Brands – the Famous Brands division responsible for over 600 Steers, Fishaways, Giramundo and Blacksteer stores – www.vbnconsultants.com
